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A study in family planning communication-Direct mailing
Demography
|February 15, 2011
Summary
Direct mailing in India is effective despite low literacy rates. This communication channel is practical, inexpensive, and overcomes illiteracy barriers, proving useful for family planning programs.
Area of Science:
- Public Health Communication
- Development Studies
- Family Planning Programs
Background:
- Direct mailing is a novel communication strategy in India, facing skepticism regarding its efficacy in areas with low literacy rates.
- Traditional communication channels may be insufficient for widespread family planning outreach in developing regions.
Purpose of the Study:
- To investigate the effectiveness of direct mailing as a communication tool in developing countries, specifically India.
- To determine if direct mailing can overcome literacy barriers and be a practical method for disseminating information.
Main Methods:
- An exploratory study was conducted by the Central Family Planning Institute.
- The study involved direct mailing to individuals in village settings to assess its impact and practicality.
Main Results:
- Direct mailing was found to be a practical, controllable, and inexpensive method of communication.
- The study indicated that information delivered via direct mail successfully crossed literacy barriers.
Conclusions:
- Direct mailing is a viable and effective communication channel in India, even with low literacy rates.
- The Central Family Planning Institute has launched a larger action research project to further study the impact of direct mailing on specific groups.
- This research aims to develop effective information materials and supplement existing communication strategies for national family planning initiatives.
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